Chart-Topping Producer Menace Talks Hitting No. 1 on Billboard, His Legacy, and Working with NBA Youngboy
Hip-Hop is flooded with producers. In such a stacked talent pool, Menace stands out and delivered on one of the biggest sensation singles in the last decade. Menace is the creator of Desiigner’s 2016 hit “Panda.” The single skyrocketed to No. 1 on the Billboard Hot 100 and made its way to Kanye West’s The Life of Pablo as it was the critical sample for “Pt.2.”
Since then, Menace has kept busy and is officially 30x platinum and nominated for two Grammys. The work of the rapidly rising producer can be heard on NBA Youngboy’s latest album, The Last Slimeto. Youngboy’s “WAGWAN” single is produced by Menace and is primed to take over the summer. In addition, Menace contributed to Sincerely Kentrell while also gearing up for more releases with Mario, Desiigner, and, yes, Kanye West. The most impressive note is his ability to do all of this from his home in the United Kingdom.
Speaking with The Source, Menace highlighted his work with NBA Youngboy, how he connects with artists in America, and more.
You have reached your levels of success in music while living in the United Kingdom, how did you manage to get on the radar of artists in America?
Menace: For me, it is connections with the engineers and managers. Those good relationships will carry you and make you stand out from the rest.
How did you build those relationships? Because a different country still impacts that.
Social media is my key. I reach out to artists on Instagram and being verified helps. So it’s a direct line to artists and they see that and reply.
We often hear about what it takes to be a productive rapper. You mentioned having that tool of social media, but on a business level, what do you have to do to ensure that you’re heard as a producer?
You know, I’ll reach out to the artist and say “I’ll send you about five beats, Let me know what you think.” I’ll do that with a lot of people that and then they’ll come back to me. And I have my credentials now, so it’s a bit easier to speak to high-level, high-profile managers. My recent release, “WAGWAN,” with NBA Youngboy, it’s on Billboard right now and I have a No. 1 single. All of that helps.
I want to hop into that single, but before we do, you mentioned that that number one single, and of course that was Desiigner’s “Panda.” What was that moment like for you and what did you immediately learn from it?
It was a blessing. People don’t have this success as the third or fourth record in their career. So for managers and A&Rs to support and get the word out about my work, it’s a blessing. I’m very grateful for that. It also gave me a big lesson. Not everything changes with one single. You still have people who will try to get in the way of your career. You are still on the ground with everyone
Speaking of groundwork, you built a working relationship with NBA Youngboy. What attracted him to you as a producer and then what stands out about what you can create as opposed to other people that you may work with?
You know how YouTube often shares “NBA Youngboy type beats” and I built a relationship with his team. And NBA Youngboy right now is the guy, for the younger generation. I’m thankful for that connection. What I like about mine, the music I’m making for Youngboy is way different than what he normally makes. Like “WAGWAN” is a dancehall and afro-type beat. I’m actually taking Youngboy out the box.
With that being so different from what he creates, what led you to know to send him that song?
I pictured it. In my mind, I said, “this sounds like Youngboy.” I know it’s a big difference from what he normally makes so I sent it to Jason [Jason “Cheese” Goldberg] and then obviously, later on, a couple months down the line, the message hit me that it’s coming. Sometimes the way that I do is guide what feels best, I don’t think about it. Once I’m like, OK, this Youngboy, I just send it. Then the rest is history.
How do you draw your inspiration to create at the moment?
It’s like my inspirations come from age and my dad. He was considering a career, just like mine but he couldn’t move on with it because he had responsibility. He got a normal job because he had the bills and that production side moved on to me. At three years of age, music, I just had a connection to it. Then I got more into the instrumentals. In high school, around 2008, I would just listen to instrumentals back and forth. I just enjoyed it. Then my dad bought me my own PC, so I got on Youtube. It wasn’t many producers on YouTube at the time, in the early days but then it developed to be in a studio and then on to now.
In music, what part of your legacy means the most to you? It could be the actual music or a personal accomplishment. What stands out the most to you?
Just for people to look and see that I did all of that. I am the producer. I paid for my way to get here. I’m Asian and we often don’ get the advantages like others and it’s twice as hard to get in a place where we aren’t automatically originally accepted. This is a major thing for me because I can be the producer that opens the door for the next generation. I can say that I had a number one and worked with the greatest [Kanye West]. I can’t really describe it in a way. I love music and become the music. It’s my lifestyle now to be a music producer.
You can keep up with Menace’s moves on social media.